Memorial Healthcare System Sky-High Impact For A Hometown Hospital System
When Memorial Healthcare System blanketed the nation’s 17th busiest airport with an impactful brand campaign, millions took notice — and awareness took flight in extraordinary new ways.
Wheels Up: Elevating Brand Awareness and Impact
Busy FLL ranks 17th nationwide for overall passenger traffic, serving an estimated 35 million travelers in 2023. There is no higher-visibility venue anywhere in South Florida for a brand to connect so quickly and effectively with millions of residents and visitors.
Memorial Healthcare System and Starmark partnered on a groundbreaking strategy: immerse all of Fort Lauderdale-Hollywood International Airport (FLL) in powerful brand imagery and messaging to connect with captive audiences while ensuring impactful top-of-mind healthcare brand presence.
The Flight Plan
- The campaign’s strategy included these key objectives:
- Garner exclusive healthcare brand presence at FLL with tremendous reach.
- Engage existing and potential South Florida healthcare prospects: residents and visitors.
- Boost pride among Memorial team members.
- Inspire future employees.
- Connect with the community.
Preparing For Takeoff
The campaign’s out-of-home installations touted messages of “We Lead” as the base, expanding it further to spotlight how Memorial supports South Florida families at every age and stage, from prenatal through end of life, including many highly specialized areas of expertise.
Right from the start, the campaign positioned Memorial Healthcare System as the total healthcare system solution for South Florida, educating audiences about its full continuum of care at all six hospitals, including the nationally-respected Joe DiMaggio Children’s Hospital and the innovative Memorial Cancer Institute.
Inviting Audiences On Our Journey
An integral mission was to spotlight real patients and real-world health journeys — assuring that the campaign would resonate emotionally. Scan tags encouraged audiences to discover more about each patient’s story.
The strategy is resonating so successfully, it’s inspiring patients, community and even Memorial staff to rally around the effort on social media.
With an integrated airport strategy and execution, millions will now know that Memorial Healthcare System is the leader for wellness, critical and specialty care in South Florida.
— Jacqui Hartnett, President, Starmark
There were strategic placements throughout all four terminals: tension banners hung at gates; digital screens broadcasting at concourses and in baggage claim areas; LED screens over escalators; and column wraps and soffit takeovers on the concourse walkways.
In for the Landing!
The 52-week paid media program at FLL debuted Memorial Day Weekend 2024 and continues to deliver extraordinary reach to every Memorial target audience, surpassing every other available venue.
As the campaign continues its successful run, Memorial and Starmark are now exploring phase two opportunities to expand the conversation, including a compelling preventive and wellness experience.